Content Marketing Today

A Daughter’s Blog: the Presidential Race, Authenticity, and Content Marketing

You don’t have to take sides in the current presidential race to notice fundamental differences between many of the candidates. Whether you plan to vote for John McCain or whether you disagree with most of his positions, research suggests that most Americans believe him to be authentic.

One could argue that reason he has survived the political rough-and-tumble so far is that so many Americans hunger for authenticity from their candidates–just as they do from the companies that they are doing business with.

So, when I stumbled upon a blog that Senator McCain’s daughter, Meghan, is writing on the campaign trail, I was intrigued. Why? It all has to do with the contrast between the freedom that Senator McCain and his wife have allowed Meghan and the muzzle that has been placed on Chelsea Clinton during the campaign.

The verbal straitjacket imposed on the former first daughter is exemplified by the famous incident in which Chelsea reluctantly refused to answer a question from a nine-year-old girl reporter–on the premise that she was not permitted to answer any questions from any reporters.

Why a smart and articulate young woman would have been placed under such restrictions suggest something about the highly controlled and disciplined nature of the Clinton campaign. That’s not necessarily a bad thing–and it may ultimately lead to Senator Clinton’s nomination and election as the first woman president of the United States. But, it is in sharp contrast to the freedom allowed to Meghan McCain.

Thus, you might be surprised as I was to stumble upon the McCain Blogette which is a fun and very visual addition to the John McCain presidential campaign. Subtitled, “musings and pop culture on the political trail,” it offers a day-to-day glimpse of the campaign from a daughter’s perspective. Although the blog is done very professionally with the help of two partners, Meghan writes virtually all of the posts in a warm and casual style.

Here’s a sample:

Today we started the day at an event in Pensacola where Dad and Mom did a townhall with Bud Day, a former POW with Dad. At the end of the event, there was a drumline leading my parents to the Straight Talk Express. My Dad couldn’t have looked more excited. When I was a kid, I used to walk in parades with my Dad while he was campaigning and I remember him liking the drumline (I don’t know if I hated anything more as a child than walking in parades). It’s fun to see that part of him stay the same. (Check him out in the pics below, I think he even did a little jig to the music!)

The fact that Meghan McCain merrily chronicles the campaign, including some of the difficult stuff, suggests a high level of trust between father and daughter–and a lack of concern on Senator McCain’s part that personal or unguarded moments would come out to the public.

I believe all of this speaks to a level of authenticity that motivates many Americans, even if they disagree with Senator McCain on some fundamental and important issues, to consider voting for him. Perhaps, this is even why a cynical press corps seems to like him so much. They are so used to campaign spin machines that they find his authenticity irresistible.

I also believe that authenticity needs to be a core component of the way every organization deals with its customers. That is truly a part of content marketing. Authenticity may not get Senator McCain elected, it will do a lot to endear you to your customers.